The Spot: Home Makeover

Lowe's gets cooler and more contemporary, beginning with a sweeping indie dance number from BBDO

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GENESIS: Lowe's wanted a change. The No. 2 player in home improvement had been developing My Lowe's, an online system to help people log their DIY projects and purchases, and asked BBDO for a whole new brand positioning, emphasizing innovation. The company was ready to see itself as a challenger brand like Target or Virgin America, and project a younger, more contemporary vibe.

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